Angry Birds tempt the Chinese with mooncakes
17 January 2012
Peter Ollier, Hong Kong
As China’s year of the dragon approaches, Rovio, the Finnish company that created Angry Birds, will launch a new version of the game for its growing Chinese fanbase – part of a sophisticated licensing strategy in the country
Angry Birds, a game in which players attempt to destroy pigs by firing different birds out of a slingshot, has become a smartphone and video game phenomenon, particularly in Asia. Two years after being launched, the game has been downloaded more than 500 million times. According to Rovio, the owners of six out of 10 smartphones in Singapore can now play Angry Birds on their phones.
Symbolic of its ubiquity, characters that appear in the game have now been parodied in The Simpsons. Toy versions of the birds are extremely popular and Rovio claims that Angry Birds is the fastest growing consumer brand in the world.
Speaking at a panel on toy and game licensing at a conference running alongside the 10th annual Hong...
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